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Using Return Path Data to Promote Your Brand: Marketing/Research Breakout Session - NYC

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Return Path
Return Path

Dive deep into the strategies and tactics that leading organizations are employing to turn data from the email ecosystem into a strategic advantage.

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Using Return Path Data to Promote Your Brand Marketing/Research Breakout Session Alexandra Braunstein Director Response Consulting, Return Path
Email addresses in the world. Facebook users in the world. Twitter users in the world.
Email 53% of marketers state email produces significant or some ROI. Only 29% of marketers say the same for social. Social
How Effective is Email Marketing? Source: Sikich, 2013 Consumers who receive marketing emails spend 83% more when shopping ROI = $44.25 for every dollar spent They order 28% more often Their orders are 44% larger 70% of digital marketers see email as the top medium for ROI And here’s why…
Email Optimization Drive more ROI from the #1 digital channel Increase email spend by 15-20% by reallocating budget from lower performing channels Delivered 60 million more monthly responses Got nearly 25 billion messages to the inbox
2.5 billion+ Mailboxes in the provider cooperative 4 million+ Consumers in the end-user panel 50 billion+ Messages scanned and parsed The Return Path Data Cloud We curate exclusive information and translate it into unexpected insights, empowering clients and partners to make great decisions.
What a Marketer Worries About Before Hitting Send
Opportunities for Email Marketing • Reach the Inbox • Grab Their Attention • Be Relevant • Gain a Competitive Advantage • Earn and Maintain Trust
Opportunity: Reach the Inbox
On average 21% of commercial emails land in spam or get blocked.
Reach The Right Inbox Optimize email visibility by getting more email delivered. Get on the Best Certified Whitelist Assess Your Inbox Placement Know Your Sender Reputation
Solution: Data • Using data, we can analyze many aspects preventing organizations from reaching their customers, grabbing their attention, and being relevant. Open rates Complaint rates Inbox placement rate Personalized delivery
Deliverability is Like a Roller Coaster • Low Inbox Placement Rates • Comcast delivery issues • Sending behaviors resemble spam signals
“Certification was huge for us. Yahoo and Comcast account for a big part of our file, and our email campaigns reached more people this year because our messages are getting through almost all of the time.” Daryle Powers VP of CRM Cedar Fair
Opportunity: Grab Their Attention
The average consumer receives more than 500 marketing messages in a given month and opens fewer than 1 in 15.
Capture Attention With the Right Subject Line Know How You’re Being Viewed See What Your Competitors are Doing The Right Message
Optimizing Subject Lines Subject Line and Body Copy are Important Optimize for the Action, Not Just the Open Test Everything
What Are Words Worth? Actual If Sending Average If Sending Worst Full Send in Millions Obama: Best vs. Worst
• Did you get one of these yet? • Don't miss your (free) limited edition sticker • Thanks for getting one of these, Tom • You'll think these are pretty cool: Emails from Hillary
46% 23% 27% 24% Thanks for Getting One of These, Tom Did you get one of these yet? Don't miss your (free) limited edition sticker You'll think these are pretty cool: Winner: Thanks for Getting one of These, Tom
“Return Path is definitely challenging us to get better every day and the new Subject Line Optimizer is a new innovation which we use regularly.” Jodie Dunkley eCommerce Director Identity Direct
Opportunity: Be More Relevant
Relevancy and Personalization are Key Have a secondary email address to get away from spam and marketing emails. Said email was their preferred channel to receive marketing offers from brands. 39% said they wanted to receive fewer emails. 32% said they wanted fewer repetitive emails.
Solution: Data • Personalize email frequency and send time of day messages based on customer behavioral data.
An individual is 25% more likely to open an email within the first hour that it lands in their inbox.
The Right Time Earn more response and revenue by having your email arrive when customers are in their inbox. Optimize the Send Time by Subscriber Pinpoint the Best Day and Time to Connect See Higher Opens, Clicks, and Conversions
Initiate Send Send Time Optimization Shelly Tanya Ramón …the rest of your list Receives email At 9:00 am Receives email At 3:00 pm Receives email At 12:00 am Subscribers receive email when they are typically online
Case Study | Major Resort “Send time optimized campaigns perform much better than our control group as well as the default hour.” Open rates were Click-thru rates were higher higher
Opportunity: Gain a Competitive Advantage
Solution: Data • Know your competitors and how your brand performs against theirs • Use engagement data from your campaigns to know where to focus and what to prioritize • Know how subscribers read your email (clients, devices, and inboxes) • Use performance data to create more effective subject lines and content
READ RATE FOR WINNER’S CAMPAIGNS IS HIGHER BY 19%* VS 29% WINNER: STARBUCKS * Shared subscribers are 6% of Starbucks’ total list size.
READ RATE FOR WINNER’S CAMPAIGNS IS HIGHER BY 10%* VS 11% WINNER: REI * Shared subscribers are 7% of Sports Authority’s total list size.
Daryle Powers Vice President CRM Cedar Fair “Using Inbox Insight we found some great ideas that were working for other companies in our space. Our messages started looking more like theirs. Now when we look at the top campaigns, more and more we see other companies’ messages look like ours. It’s the sincerest form of flattery.”
Opportunity: Earning and Maintaining Trust
Source: RSA Fraud Report (October 2014), EMC The Average Uptime For Phishing Attacks Source: APWG Global Phishing Report 2H2014 Email Threat Trends Phishing Is Up 29hours 162% since 2010
PHISH
• “DMARC protects almost two-thirds of the world’s consumer mailboxes and 85% of US customers.” • DMARC protects your brand from direct domain phishing attacks • Instructs mailbox providers on how to handle unauthenticated messages Source: Return Path DMARC Intelligence Report, Feb 2015 Solution: Data
Source: DMARC.org, press release, February 2015 Anti-phishing standard today, inbox placement factor tomorrow DMARC “If your domain doesn’t protect itself with DMARC, you will be increasingly likely to see your messages sent directly to a spam folder or even rejected.” John Rae-Grant Product Manager, Google
Case Study - Blocket 70% Drop in Support Tickets 99% Drop in Phishing Messages
Reach the Right Inbox With the Right Message At the Right Time
Sydney • London • São Paulo • Chicago • New York • San Francisco • Los Angeles • Paris Fill out the survey to be entered into the running to win a prize.

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  • 1. Using Return Path Data to Promote Your Brand Marketing/Research Breakout Session Alexandra Braunstein Director Response Consulting, Return Path
  • 2. Email addresses in the world. Facebook users in the world. Twitter users in the world.
  • 3. Email 53% of marketers state email produces significant or some ROI. Only 29% of marketers say the same for social. Social
  • 4. How Effective is Email Marketing? Source: Sikich, 2013 Consumers who receive marketing emails spend 83% more when shopping ROI = $44.25 for every dollar spent They order 28% more often Their orders are 44% larger 70% of digital marketers see email as the top medium for ROI And here’s why…
  • 5. Email Optimization Drive more ROI from the #1 digital channel Increase email spend by 15-20% by reallocating budget from lower performing channels Delivered 60 million more monthly responses Got nearly 25 billion messages to the inbox
  • 6. 2.5 billion+ Mailboxes in the provider cooperative 4 million+ Consumers in the end-user panel 50 billion+ Messages scanned and parsed The Return Path Data Cloud We curate exclusive information and translate it into unexpected insights, empowering clients and partners to make great decisions.
  • 7. What a Marketer Worries About Before Hitting Send
  • 8. Opportunities for Email Marketing • Reach the Inbox • Grab Their Attention • Be Relevant • Gain a Competitive Advantage • Earn and Maintain Trust
  • 10. On average 21% of commercial emails land in spam or get blocked.
  • 11. Reach The Right Inbox Optimize email visibility by getting more email delivered. Get on the Best Certified Whitelist Assess Your Inbox Placement Know Your Sender Reputation
  • 12. Solution: Data • Using data, we can analyze many aspects preventing organizations from reaching their customers, grabbing their attention, and being relevant. Open rates Complaint rates Inbox placement rate Personalized delivery
  • 13. Deliverability is Like a Roller Coaster • Low Inbox Placement Rates • Comcast delivery issues • Sending behaviors resemble spam signals
  • 14. “Certification was huge for us. Yahoo and Comcast account for a big part of our file, and our email campaigns reached more people this year because our messages are getting through almost all of the time.” Daryle Powers VP of CRM Cedar Fair
  • 16. The average consumer receives more than 500 marketing messages in a given month and opens fewer than 1 in 15.
  • 17. Capture Attention With the Right Subject Line Know How You’re Being Viewed See What Your Competitors are Doing The Right Message
  • 18. Optimizing Subject Lines Subject Line and Body Copy are Important Optimize for the Action, Not Just the Open Test Everything
  • 19. What Are Words Worth? Actual If Sending Average If Sending Worst Full Send in Millions Obama: Best vs. Worst
  • 20. • Did you get one of these yet? • Don't miss your (free) limited edition sticker • Thanks for getting one of these, Tom • You'll think these are pretty cool: Emails from Hillary
  • 21. 46% 23% 27% 24% Thanks for Getting One of These, Tom Did you get one of these yet? Don't miss your (free) limited edition sticker You'll think these are pretty cool: Winner: Thanks for Getting one of These, Tom
  • 22. “Return Path is definitely challenging us to get better every day and the new Subject Line Optimizer is a new innovation which we use regularly.” Jodie Dunkley eCommerce Director Identity Direct
  • 24. Relevancy and Personalization are Key Have a secondary email address to get away from spam and marketing emails. Said email was their preferred channel to receive marketing offers from brands. 39% said they wanted to receive fewer emails. 32% said they wanted fewer repetitive emails.
  • 25. Solution: Data • Personalize email frequency and send time of day messages based on customer behavioral data.
  • 26. An individual is 25% more likely to open an email within the first hour that it lands in their inbox.
  • 27. The Right Time Earn more response and revenue by having your email arrive when customers are in their inbox. Optimize the Send Time by Subscriber Pinpoint the Best Day and Time to Connect See Higher Opens, Clicks, and Conversions
  • 28. Initiate Send Send Time Optimization Shelly Tanya Ramón …the rest of your list Receives email At 9:00 am Receives email At 3:00 pm Receives email At 12:00 am Subscribers receive email when they are typically online
  • 29. Case Study | Major Resort “Send time optimized campaigns perform much better than our control group as well as the default hour.” Open rates were Click-thru rates were higher higher
  • 31. Solution: Data • Know your competitors and how your brand performs against theirs • Use engagement data from your campaigns to know where to focus and what to prioritize • Know how subscribers read your email (clients, devices, and inboxes) • Use performance data to create more effective subject lines and content
  • 32. READ RATE FOR WINNER’S CAMPAIGNS IS HIGHER BY 19%* VS 29% WINNER: STARBUCKS * Shared subscribers are 6% of Starbucks’ total list size.
  • 33. READ RATE FOR WINNER’S CAMPAIGNS IS HIGHER BY 10%* VS 11% WINNER: REI * Shared subscribers are 7% of Sports Authority’s total list size.
  • 34. Daryle Powers Vice President CRM Cedar Fair “Using Inbox Insight we found some great ideas that were working for other companies in our space. Our messages started looking more like theirs. Now when we look at the top campaigns, more and more we see other companies’ messages look like ours. It’s the sincerest form of flattery.”
  • 36. Source: RSA Fraud Report (October 2014), EMC The Average Uptime For Phishing Attacks Source: APWG Global Phishing Report 2H2014 Email Threat Trends Phishing Is Up 29hours 162% since 2010
  • 37. PHISH
  • 38. • “DMARC protects almost two-thirds of the world’s consumer mailboxes and 85% of US customers.” • DMARC protects your brand from direct domain phishing attacks • Instructs mailbox providers on how to handle unauthenticated messages Source: Return Path DMARC Intelligence Report, Feb 2015 Solution: Data
  • 39. Source: DMARC.org, press release, February 2015 Anti-phishing standard today, inbox placement factor tomorrow DMARC “If your domain doesn’t protect itself with DMARC, you will be increasingly likely to see your messages sent directly to a spam folder or even rejected.” John Rae-Grant Product Manager, Google
  • 40. Case Study - Blocket 70% Drop in Support Tickets 99% Drop in Phishing Messages
  • 41. Reach the Right Inbox With the Right Message At the Right Time
  • 42. Sydney • London • São Paulo • Chicago • New York • San Francisco • Los Angeles • Paris Fill out the survey to be entered into the running to win a prize.